Spain seeks priority access to sustainable tourism in Latin America

The second edition of the Ibero-American Tourism Forum in Santa Marta, Colombia, had a clear message: "For a more humane, resilient, and collaborative tourism, as long as we assume shared responsibility." More than 600 participants and hundreds of attendees connected virtually were the essence of a forum that seeks to create alliances between the private sector, communities, and public institutions, with a focus on sound governance of climate action, gender equity, and biodiversity conservation.

This meeting, promoted by CEIB, FIJE, Procolombia, and UN Tourism, has confirmed its status as a key platform for projecting a new vision of more sustainable, inclusive, and smart tourism . For example, the Director of Innovation, Education, and Investment at UN Tourism, Antonio López de Ávila, gave a presentation aligned with the principle of "People, Planet, and Prosperity," in which he advocated promoting "smart governance that integrates local communities, fosters entrepreneurship, the circular economy, and improves efficiency in the management of natural resources." This methodology has been successfully replicated in dozens of countries, which have adapted the Smart Destinations model to their specific contexts, from rural areas in Latin America to European tourist capitals.

In this context, Spain can contribute its tourism expertise to this environment of progress, as Matías Fernández, president of FIJE (Ibero-American Federation of Young Entrepreneurs), pointed out, stating that "tourism is a transversal and dynamic industry, key to youth employment generation and sectoral innovation." Participants highlighted how excessive regulation hinders investment in this sector.

Narciso Casado, Permanent Secretary of the Ibero-American Business Council (CEIB) and Director of Relations with Ibero-America at CEOE, highlights factors to consider when participating in this new era of tourism, well into the 21st century: "The diagnosis and solutions are similar and shared by tourism promoters, such as the institutions and groups working for the sector who met on May 14 and 15. I would summarize it in several challenges to be solved: there can be no smart tourism if it is not also humane and ethical, and its future lies in the balance between what is shared and what is protected; when tourism depends on a single attraction, without planning, it becomes fragile and vulnerable..."

Juan Molas, president of the Spanish Tourism Board, highlights the strong starting point for participating in this new era of connection: "We emphasize the close cultural, historical, and economic ties that unite us with a region with enormous potential in the tourism sector and which, by natural ancestry, constitutes a strategic market for Spain, in addition to sharing a common vision of tourism as a driver of sustainable economic development."

Molas highlights the importance of aspects in which Spain is an international leader , "such as the excellence of its model, the innovation of its business practices, and the proven quality of its products and services. He adds comprehensive destination management, the diversification of its offerings, and its commitment to sustainability and digitalization, "which allow us to offer added value through training that can be successfully replicated in many Latin American countries."

"We express (Molas adds) a firm commitment to promoting training and knowledge transfer initiatives that allow us to bring Spanish know-how to professionals and entrepreneurs in the tourism sector in Latin America. Therefore, we will undoubtedly invest in training programs, public-private partnerships, and cooperation projects that promote local talent and strengthen the tourism infrastructure of countries that see this industry as a means of economic growth."

In this area, that of training, Mar Ruiz, a professor of the Global MBA at OBS Business School, recommends approaching it from an essential perspective: "The sector has always been a bridge between cultures and exchanges that often lead to the creation of highly fruitful businesses and interdependencies for those who venture into internationalization. It is sensitive to geopolitical, environmental, social, and monetary fluctuations... if we focus on outbound tourism, and specifically tourism to Latin America, it becomes especially important to understand that the deployment of strategies must be done from a holistic perspective to develop business plans."

Ruiz highlights initiatives to foster new Spanish projects, such as "the government support and incentives offered by both the regional governments and the central government through ICEX offices, Cesce (Spanish Export Credit Agency) to secure investment abroad, or the Chambers of Commerce that provide support for internationalization." He also highlights examples of extensive hospitality presence, such as Palladium, Globalia, NH, and RIU, along with the major event of Fitur, "in addition to ILTM Latin America in Sao Paulo, which connects the main international buyers of luxury tourism, or IBTM for the MICE (Meetings, Incentives, Conferences and Exhibitions) segment in Mexico."

The opportunity to negotiate agreements to increase direct flights and improve air connectivity between Spain and Latin American countries; strategic alliances with Latin American travel agencies, tour operators, and hotel chains to promote joint tourism packages; and the capacity for mutual exchange regarding historical and cultural heritage are other factors the specialist should consider to foster the development of Spanish participation.

In the case of Juan Carlos Martínez Lázaro, professor of economics at IE University and director of the recently launched "Panorama of Spanish Investment in Latin America," a study by the same institution, which analyzes investment trends and expectations in Latin America by Spanish companies, he points out that the historical record of highest investment in countries such as Cuba, the Dominican Republic, and Mexico continues. "In this environment, I believe new opportunities may arise, as in the case of Colombia, in the Cartagena de Indias region, in its Caribbean region. And in any case, I believe a greater commitment to these new destinations is necessary, as it strengthens current account balances."

Factors such as a lack of infrastructure (where Spain leads the world rankings), a lack of promotion, or factors such as citizen insecurity, could hinder, in the opinion of the specialist, further development of the region, in a part of the world where giants such as Argentina and Brazil have much to offer ("...yes, Brazil received six million international tourists in 2024, while Spain surpassed, as a record, 94 million)." "But (he adds), there is no doubt that countries such as Costa Rica or Panama, like Ecuador, could represent opportunities for Spanish investment, which is not growing at the moment due to factors such as the uncertainty arising from the US administration's trade policy, exchange rate volatility, regulatory frameworks, etc."

Economy, business... but, always, social responsibility. This was emphasized by the personalities present in Santa Marta, who underscored how communities should not be seen solely as beneficiaries of tourism, but as protagonists who contribute value with culture, knowledge, and territory. In this context, mechanisms were discussed to promote economic inclusion, ensure that tourism directly benefits the inhabitants of the host areas, invest in human capital (particularly in young people and women), and promote public policies that recognize the strategic role of tourism in stimulating local economies. Ethical and logical rules for any stakeholder who wants to participate in the development of the tourism sector in Latin America.